Just about everything is available to everyone on the Internet
these days-including Web sites that criticize companies, promote
litigation against employers or support union organization
attempts. So what should you do when an anti-employer Web site
targets your company?

Take a thorough tour of the site. Study its content, consider
how it's presented, check to see what other sites are linked to
it, and try to identify the individual or organization behind the
site. For example, the site may be sponsored by a union that's
trying to organize your workers. It may be the work of just one
environmental or consumer action group that doesn't like
something your company is doing. Or it may be the product of a
disgruntled employee (either former or current) trying to incite
further discontent.

Once you've completely examined the site, determine what its
particular impact might be, and how-or even whether-you want to
respond. You may decide the Web site is not going to affect your
company from an employee or a customer perspective. "And when
you come to that conclusion, you might very well decide that there
are better uses of your time [than reacting to the charges],"
says Nelson.

If you do decide action is necessary, here are points to keep in
mind:

1. You don't need to respond via
the same medium. "There are better ways to get your
message out, and to do it quicker and sooner," says Nelson.
"You don't need to respond on the same turf." For
example, if the Web site is targeting your employees with
anticompany messages, you can communicate with the parties behind
it in any number of ways, such as personal meetings (either
one-on-one or in groups) or correspondence (letters, newsletters or
bulletin-board announcements). "Employers should not forget
that they have access to, and control of, the employees, at least
during their working hours," Nelson notes. Similarly, you can
probably also reach your customer and supplier bases in a far more
personal and efficient manner using those other communication
tools.

2. Be cautious about contacting the Web
site operator. Anything you send to the Web site may
well end up posted on that site, so don't provide additional
fuel that could be used against you.

3. Remember the First
Amendment. The content of most anti-company Web sites is
protected as legitimate free speech, unless it includes defamation,
false advertising, or trade-mark or copyright infringement. If you
think you might have a legitimate legal claim, consult an attorney
before taking any action.

You may be tempted to try to shut down the Web site yourself or
with the help of others, but Nelson advises against it.
"That's going to indicate there's something to
hide," he says. "You're better off dealing with the
issues raised there and showing the weaknesses in the arguments
that are being made against you."

On the positive side, Nelson says, such sites can give you a
tremendous amount of information on what your adversaries are
doing, what they consider to be key issues, and the arguments
they're advancing. So, regardless of whether you decide to take
action, it's a good idea to monitor such sites regularly.

Jacquelyn Lynn left the corporate world more than 13 years
ago and has been writing about business and management from her
home office in Winter Park, Florida, ever since.